THE EFFECT OF NOSTALGIA BASED MARKETING

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THE EFFECT OF NOSTALGIA BASED MARKETING

Author: Dr.S.Devi Kalyani, Assistant Professor, Sri Krishna Arts and Science College, Coimbatore-641 008, Tamil Nadu.

Published On: 2026-04-22

DOI: https://doi.org/10.70127/irjedt.vol.9.issue04.2763

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Abstract

Nostalgia-based marketing has emerged as a powerful strategic tool in contemporary marketing, leveraging consumers’ emotional connections to the past to influence purchasing behavior. This paper explores the theoretical foundations, mechanisms, and outcomes of nostalgia marketing, emphasizing its role in shaping brand perception, emotional engagement, and consumer loyalty. By synthesizing existing literature and conceptual insights, the study highlights how nostalgia-driven campaigns create meaningful connections between consumers and brands. The paper also examines moderating factors such as age, culture, and digital media, providing a comprehensive understanding suitable for academic and practical applications.

Keywords: Nostalgia marketing, Consumer Behavior, Emotional Branding, Brand Loyalty, Advertising Strategy.

Keywords

Nostalgia marketing Consumer Behavior Emotional Branding Brand Loyalty Advertising Strategy.

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